Using potassium nitrate, a naturally occurring, clinically proven active ingredient, we have formulated this toothpaste to Enhance soothe the Discomfort of sensitive teeth. Its low-abrasion formula protects tooth enamel while cleaning teeth effectively, and has the fresh, clean taste of natural flavor oils, so it's never bitter.

"Our Whole Care toothpaste Enhances maintain good oral health by delivering cavity Beneficial Effectsion, tartar control, whitening, and clean, fresh flavor using only natural ingredients. Whole Care also delivers on our belief in the inherent worth of people and nature by using recycled packaging and giving back 10% of profits and 5% of paid employee time to communities.

* Refreshing natural flavor. Real flavor oils, not artificial sweeteners like saccharin, leave your mouth feeling clean and fresh.
* Fights cavities. Naturally sourced fluoride remineralizes soft spots on teeth before they turn into cavities.
* Controls tartar. Zinc citrate, a naturally occurring mineral, interferes with the calcification of plaque into tartar.
* Gentle whitening. Natural silica (derived from sand) improves cleaning and gently whitens without bleaching ingredients or harsh abrasives. "